Guest Post by Danielle Heiny
“Brands increasingly use social purpose to guide marketing communications, inform product innovation, and steer investments toward social cause programs. And that’s all well and good when it works. But missteps are common, and they can have real consequences.” – Harvard Business Review
Let’s think about that for a moment. Why are these missteps so common? And why are we, as consumers as well as marketers and PR practitioners, the biggest cheerleaders for the campaigns that actually work?
I would say it comes down to three core elements that brands continue to struggle with: authenticity, community and impact.
“Social Good” Gone Bad